What concerns me about the Pew study is what happens when/if it is misunderstood. Reading it one could easily say, “Well, let’s crank up production in the press release factory.” This is clearly the wrong takeaway if the profession aims to eradicate the all too prevalent Three S’s. PR needs to be putting out FEWER AND BETTER releases, at least until we can show the world that we are not purveyors of over the top gobbledygook.

So next time you think appointing Joe Schmo to the position of VP of Sales is worthy of placement in the New York Times, throw cold water on your face, call your Mom, have a drink, do anything you need to BUT PLEASE don’t hit send on the release. You’re doing us all a disservice.